1.
New Media
‐ the challenge for traditional media,
advertisers and communicators ‐
Erasmus Course Syllabus
Lecturer: Ana ADI
Session 2010/2011
2nd Semester

2. An electronic version of this Syllabus is available on www.anaadi.net

3. Contents
1. Course summary
2. Aims of course
3. Learning outcomes
4. Employability skills
5. Modes of delivery
Day by day lesson plan
i. Day 1 ‐ Lecture 1
ii. Day 1 – Lecture 2
iii. Day 2 – Lecture 3
iv. Day 3 – Lecture 4
v. Day 4 – Lecture 5
vi. Day 4 – Lecture 6
vii. Day 5 – Lecture 7
6. Marking criteria

4. 1. Course Summary
The changes in the media landscape, the evolution of convergence, the explosion of web 2.0
including social media as well as their implications for business and communication
environments are important elements, which any aspiring journalist, marketer or
communicator should be aware of, understand and, most of all, be able to keep up with.
This course is designed to meet such needs and addresses an international audience. It is a 2
credit, 2 weeks long, 3 hours/day course aiming to offer a balanced mixture of theoretical
presentations and readings (made available online in a PDF format), applied assignments
and in class exercises.
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2. Aims of Course
This course aims to:
• Illustrate a historical development of media
• Introduce and explain the notion of new media
• Define the concepts of convergence, web 2.0, journalism 2.0 and PR 2.0
• Illustrate advertising techniques, online and offline
• Present the advantages of online advertising
• Briefly describe the current online advertising methods
• Present the challenges that the emergence of new media pose to traditional media
and the way they raised to such challenges
• Describe the uses of new media for marketing and communication oriented
businesses
• Present and explore with students platforms, research methods and tools that could
enhance a communicator’s work
• Explain concepts of privacy, policy and strategy and discuss them both from an
organizational and a self‐branding perspective
• Expose students to new media by enabling them to engage with it
• Increase the students’ awareness of the risks and opportunities that the new media
offer them in their career development
• Increase students adaptability to working in teams
• Prepare students to interact adequately in both an academic and professional
setting through the variety of assignments given
• Expose students to the market expectations and requirements
• Put students in direct contact with industry leaders and top academics, their
problems and way of working in a new media world for example, by emphasizing
aspects of blogging and micro‐blogging, social and professional networking or
identity and privacy security online

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3. Intended Learning Outcomes
By the end of this course students will be able to:
L1 Describe the historical development of media and the relationship between established
and emergent media in their home countries;
L2 Demonstrate how the new media concepts relate to journalism and communication
industry;
L3 Compare the challenges that new media pose to traditional media outlets, to traditional
and general journalism practice as well as to the communication industries in the students’
home countries;
L4 Appraise the diversity (cultural and technological) of the new media landscape;
L5 Summarize newest developments in terms of new media and their impact (influence,
opportunities and risks) on the communication, marketing and journalistic practices;
L6 Generate, by working in teams, content fit for new media using new media applications
and tools
L7 Develop communication campaigns ‐ from SWOT analysis to specific research and up to
creative solution and delivery ‐ that fully integrate the new media (paid/unpaid) options
available online
L8 Deliver small‐scale social media research and analysis
L9 Develop small‐scale, short‐term social media strategies
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4. Employability Skills
Through participation in this course students will have the opportunity to develop
knowledge, understanding, skills and attributes which, as well as being specific to their
chosen area of study, will be transferable and enhance the students’ employability.
These include, in relation to:
a) Knowledge and understanding
• An understanding of the roles of communication systems, an awareness of the
economic forces which frame the media, cultural and creative industries, and the
role of such industries in specific areas of contemporary political and cultural life;
• An understanding of particular media forms and genres and the way in which they
organise understandings, meanings and affects;

6. • An understanding of the role of technology in terms of media production, access and
use;
b) General cognitive skills
• Critically evaluate the contested nature of some objects of study within the fields of
communication and media, and the social and political implications of the
judgements which are made;
• Critically appraise some of the widespread common sense understandings and
misunderstandings of communications, media and culture, and the debates and
disagreements to which these give rise;
• Have an understanding of how media, cultural and creative organisations operate
and are managed;
• Retrieve and generate information, and evaluate sources, in carrying out
independent research
c) Autonomy, accountability and working with others
• Work productively in a group or team, showing abilities at different times to listen,
contribute and lead effectively;
• Deliver work to a given length, format, brief and deadline, properly referencing
sources and ideas and making use, as appropriate, of a problem‐solving approach;
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5. Modes of delivery
Classes are delivered in thee‐hour blocks (or more) on a daily basis (please consult
schedule), lectures and seminars taking place the same day. Lecturers will introduce and
exemplify key theoretical and critical concepts that can be applied in analysis to a wide
range of texts in the fields of media, advertising, marketing and communication. The
approach is learner‐centred with students actively engaged in a range of tasks to promote
engagement with and analyses of different kinds of text and activities.
Requirements
1. Students are asked to bring to class their laptops, cameras, mobile phones, mp3
players and recorders. Students will be required to use them for educational
purposes.
2. Students should set up the following: a) a Twitter account, b) an online resume
(LinkedIn, Xing or other)

7. Lectures
Students are expected to prepare for lectures by reading the required reading and preparing
the required assignments for that day. Also, before each lecture students are required to
read the social media/new media news of the day to discuss in class. Details about this are
given below.
Seminars
For every seminar, students must complete the required reading before the seminar takes
place. Unlike for lectures, readings for seminars will consist of news, professional articles
and blogs.
On‐line materials will also be uploaded either on www.anaadi.net or on
www.slideshare.net/ana_adi. The virtual learning environment is integral to the work of the
module. Students should make sure that they have access to the Internet and visit the two
sites indicated above on a regular basis. Key information about the running of the module
will be posted there. They will also be shared via the lecturer’s Twitter account:
www.twitter.com/ana_adi. If students have any difficulties with access, please contact the
Lecturer.
Practical activities
During the lecture and seminar‐time students will be asked to photograph, video, blog or
tweet about the lectures. The hastag for the course is #kathonewmedia. The material they
generate will have to be submitted online. Students might be asked to write blog posts or
wikis, create multi‐media content or undertake research using new media platforms and
tools.
For the final project, students are asked to produce a 30 second ad for the New Media class
together with a social media strategy to publicize it. To create the ad, students are
encouraged to use multi‐media materials gathered during the first days of the course. More
details will be given in class.

8. Day by day lesson plan
The following pages provide a guide to the topics for each day. For each day, there are more
detailed explanations of what the course will cover, including details of required reading.
Please note that this is a required minimum of reading.
REMINDER: Students will also be asked to bring their recording devices to class – photo
cameras, video or audio recorders, mobile phones and will be asked to use them in order to
record the teaching and learning process.
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Day 1 – Lecture 1: Introduction
Suggested Readings:
DEUZE, M. (2005) What is Journalism? Professional identity and ideology of journalists
reconsidered. Journalism, 6, 442‐464.
LEHMAN‐WILZIG, S., & COHEN‐AVIGDOR, NAVA (2004) The natural life cycle of new media
evolution. New Media & Society, 6, 707‐730.
SCOTT, B. (2005) A Contemporary History of Digital Journalism. Television & New Media, 6,
89‐126.
Screening: History of media; Future of the Web
Key issues: An overview of the media development through history. What is media? Who is
the media? What does “new” media mean and who does it represent? Is online
communication different than the communication in real‐life? What is the relationship
between technology and creative industries? Discussions about convergence, web 2.0,
Internet penetration rates and Internet practices.
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Day 1 – Lecture 2: Convergence and New Media: the challenges faced by
traditional media.
Suggested Readings:
DEUZE, M. (2007) Convergence culture in the creative industries. International Journal of
Cultural Studies, 10, 243‐263.
LIPINSKI, D., & NEDDENRIEP, GREGORY (2004) Using "New" Media to Get "Old" Media
Coverage: How Members of Congress Utilize Their Web Sites to Court Journalists.
The Harvard International Journal of Press/Politics, 9, 7‐21.

9. COTTLE, S. (Ed.) (2009) Citizen Journalism. Global Perspectives, accessed on May 17, 2009:
http://citizenjournalism.me/the‐book/
Screening: EPIC; Wikis in Plain English
Key issues: What is the relationship between traditional and new media? What is the role of
journalism and journalists? What does citizen journalism mean and how does it fit into the
current media landscape? What are the convergent and web 2.0 features that traditional
media are displaying? Introduction to blogging as a journalistic practice.
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Day 2 – Lecture 3: Practice – Journalist for a day
Suggested Readings:
LUNN, B. (2009) Journalism 2.0: Don’t Throw Out the Baby, accessed on October 15, 2009:
http://www.readwriteweb.com/archives/journalism_20_dont_throw_out_the_baby
.php
BRIGGS, M. (2009) Journalism 2.0: How to survive and thrive, accessed Oct 14, 2009:
http://www.kcnn.org/resources/journalism_20/
Screening: Did You Know 4.0; How Live Blogging is Changing Journalism
In class activity: Individual assignment. Platform assigned at random (Posterous/Wordpress).
Find “news” on campus and report on it. Create a multi‐media story (include photos, links,
audio and video file where possible/appropriate)
Deadline: upload by end of class time, edits during Lecture 4.
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Day 3 – Lecture 4: Creativity and Strategy Online. Social Media campaigns. Social
Media ROI
Suggested Readings:
CARL, W. J. (2006) To Tell or Not To Tell? Assessing the Practical Effect of Disclosure for
Word‐of‐Mouth Marketing Agents and Their Conversational Partners. Northeastern
University.
FERGUSON, T. D., DEEPHOUSE, DAVID L., & FERGUSON, WILLIAM L. (2000) Do Strategic
Groups Differ in Reputation? Strategic Management Journal, 21, 1195‐1214.

10. NIEDERQUELL, M. O. (2001) Integrating the Strategic Benefits of Public Relations into the
Marketing Mix. Public Relations Quarterly, 23‐24.
RINDOVA, V. P., & KOTHA, SURESH (1998) Building Reputation on the Internet: Lessons From
Amazon.com and its Competitors. Washington DC.
CHAPMAN, T. (2008) Social network marketing, engagement marketing and brands;
accessed on September 30, 2008: www.socialnetworkmarketinguk.com
INTERNATIONAL BUREAU OF ADVERTISING (2009) Social Advertising Best Practices, accessed
on May 19, 2009: http://www.iab.net/media/file/Social‐Advertising‐Best‐Practices‐
0509.pdf
Screening: awarded commercials and campaigns
Key issues: What is the impact of new media on the communication industries? Campaigns
online and recipes for success. Social media campaigns, investment and cost. Is social media
really free? Social Media companies for a social media environment.
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Day 4 – Lecture 5: Practice – Social Media audit. Social Media measurement
Suggested Readings:
Brian Solis’ blog: http://www.briansolis.com/
Blending the Mix: http://blendingthemix.com/
PR101: http://pr101.org/
Social Media by Anders Sporring: http://sporringsocialmedia.com/
In class activity: Projects will be assigned at the beginning of the class to randomly assigned
teams. Students will explore research tools such as Google Insights for Search, Twitter
analytics and sentiment analysis tools. Results need to be presented by the end of the class
time. Presentations of teamwork will be done during the same class.
Tentative guest lecture: Jeroen Fossaert, co‐founder Engagor
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Day 4 – Lecture 6: Social media policy. Social media utopia?
Key issues: Are emerging technologies and social media in particular promoting utopian
images of the future and of how communication is achieved?
Screening: The Internet in Society: empowering and censoring citizens

11.
Tentative guest lecture: Mugur Geana, Assistant Professor of Strategic Communication,
William Allen White School of Journalism and Mass Communications, University of Kansas,
USA
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Day 5 – Lecture 7: Team project presentations and Revision
Teams randomly assigned at the beginning of week 2 of the course will be presenting their
final product according to specifications communicated in class. Time for each presentation:
20 minutes maximum.
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6. Marking criteria
The final grade of this course will represent a cumulated grade for all the assignments:
Assignment Points
Individual news story 15
Team in‐class social media audit 15
Team project (this includes points for the product created 45
and for the team presentation – 30 seconds ad for the New
Media Class)
In class participation 25
100
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Contact
For more details and information please contact:
Ana ADI
PR Consultant
ana.adi@gmail.com
Lecturer – Bahrain Polytechnic
www.anaadi.net
Doctoral Researcher – University of the West of Scotland, UK
Twitter: ana_adi